In the realm of streaming companies, Amazon has carved out its own unique niche. While the Prime Video streaming service allows customers to watch tons of Amazon-produced original series and films, there is one startling difference to how the company does business versus other streamers like Netflix — theatrical release. Unlike Netflix, Amazo isn’t afraid to release a film in as many theaters as possible, honoring those long exclusivity windows that exhibitors love so much. But according to the head of Amazon Studios, Jennifer Salke, that’s changing.
In a new interview with THR, Salke explains that the original strategy of releasing films in theaters and waiting at least 90 days before launching it on streaming is part of a bygone era. She said that the future for Amazon is with shorter release windows and getting the content online for the world to see faster than ever. Why? To benefit the subscribers, of course.
“There was not a lot of customer focus [with the previous theatrical strategy], which is what the company’s North Star is all about: Prime subscribers,” explained Salke. “So how do we evolve our movie business to be more focused on Prime subscribers? When we release something, when a new series drops, we see what’s happening in various countries all over the world. We know our customers love movies. We’re just trying to shift — it’s not closing the door on theatrical release. We will continue to [make] and acquire movies that will embrace that strategy. But it really is trying to get these movies to our Prime subscribers as soon as possible.”
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She continued by explaining the money issues with a theatrical release, using the recent “Late Night” as an example. In the contract for that film, when Amazon purchased the US rights, it was mandated that the comedy be released with a traditional theatrical schedule. However, if Amazon had its way, the film might have had a different strategy.
“These movies are watched by tens of millions of people,” she explained. “So you begin to rationalize making those purchases and paying for an expensive marketing campaign for a theatrical release for ‘Late Night,’ which did accrue a lot of interest for people who were waiting to watch it on Prime. But would you rather push toward the Prime premiere? It’s a case-by-case situation for us right now.”
This new strategy can best be seen with the upcoming release of “The Report.” After a strong premiere and run on the festival circuit, the Oscar contender is getting a shortened theatrical window of only two weeks, from the film’s debut on November 15 to the Prime release on November 29.
We’ll have to see how many films get the full theatrical release in the future, as it appears Amazon is definitely changing things up.